YouTube Launches Likeness-Detection Technology to Protect Creators from AI Misuse
October 21, 2025 — YouTube has officially rolled out its much-anticipated likeness-detection technology to eligible creators in the YouTube Partner Program, following a successful pilot phase earlier this year. The announcement was made public on Tuesday and marks a significant advancement in the platform’s efforts to combat misuse of artificial intelligence-generated content.
How the Technology Works
This new technology enables creators to identify and request the removal of AI-generated videos that use their likeness without consent. “Likeness” in this context refers to an individual’s facial features, voice, or any digital representation that imitates them. YouTube’s system is designed to scan content across its platform, detect when a creator’s likeness has been artificially replicated, and give the creator control over how to respond.
To start using the tool, creators must access the “Likeness” tab from their YouTube Studio dashboard, consent to data processing terms, and verify their identity through a secure onboarding process. This includes scanning a QR code with a smartphone, which leads to a webpage where the creator submits a government-issued photo ID along with a brief selfie video for identity verification. Once approved, creators can review all detected videos, submit removal requests according to YouTube’s privacy policies, archive videos, or even file copyright claims if applicable.
Importantly, creators retain full control over their participation and can opt out at any time. If they choose to do so, YouTube will cease scanning for their likeness within 24 hours.
Tackling the Rising Threat of AI Misuse
The launch comes amid growing concerns over AI-generated deepfakes and synthetic media being used to deceive audiences or harm individuals’ reputations. Examples have included unauthorized voice clones used in marketing without the creator’s permission. For instance, the tech company Elecrow was reported to have employed an AI-generated version of popular YouTuber Jeff Geerling’s voice to promote its products, sparking debate over unauthorized AI likeness use.
By providing creators with tools to monitor and manage their AI-generated digital likeness, YouTube aims to prevent misuse—especially in contexts that could involve false endorsements or the spread of misinformation.
Background and Industry Support
YouTube initially revealed its partnership with Creative Artists Agency (CAA) in 2024 to help high-profile figures, including celebrities and athletes, protect their likenesses on the platform. This current rollout is the first phase of making the technology broadly available to eligible creators.
Furthermore, YouTube has publicly supported legislative measures such as the NO FAKES Act. This proposed legislation targets the creation and distribution of synthetic media intended to deceive people by mimicking real individuals’ images or voices, reinforcing aligned efforts between technology companies and policymakers to deter harmful AI-generated content.
What’s Next for Creators and YouTube
Creators enrolled in the YouTube Partner Program have started to receive email notifications about their eligibility for the likeness-detection tool as of this week. The platform has also posted detailed usage instructions on its Creator Insider channel, ensuring smooth onboarding for creators as they gain firsthand control over safeguarding their digital likeness.
YouTube’s rollout of likeness-detection technology marks an important step not only in enhancing creator rights but also in setting a precedent for how social media platforms can confront challenges posed by the rapid advancements of AI-generated content.
For more information, creators can visit the “Likeness” section in YouTube Studio or watch the tutorials posted on YouTube’s Creator Insider channel.
Contact:
Lauren Forristal
Reporter, TechCrunch
laurenf.techcrunch@gmail.com
This article is based on the latest coverage by TechCrunch on YouTube’s new AI likeness-detection tool as of October 21, 2025.
